Philippine Cultural College

Caloocan Campus
175 8th Ave. Ext., Grace Park, Caloocan City
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_____________________________________________________________________________

A Comparative Study Between Consumer's Perception

Towards Online Grocery Shopping and Traditional Shopping

A Research Presented to
the Science and Research Department
of Philippine Cultural College
Caloocan Campus
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Research Proposal
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Lim, Gian Paulo S.

Tan, Prince Mathew
Chen, Jann Kaitlyn H.
Yu, Zofia Dianne R.

Senior High School Department, Philippine Cultural College - Caloocan

Corresponding Authors:
gian.paulo.s.lim@philippineculturalcollege.edu.ph,
prince.mathew.c.tan@philippineculturalcollege.edu.ph
jann.kaitlyn.h.chen@philippineculturalcollege.edu.ph,
zofia.dianne.r.yu@philippineculturalcollege.edu.ph

Adviser: Mr. Eddie Ching

 ACKNOWLEDGEMENT

First and foremost, praise and thanks to our God, the Almighty, for His showers of blessings

throughout this research paper to complete the research successfully.

We would like to express our deep and sincere gratitude to our research supervisor, Mr. Relen

Job Tolosa, for acknowledging us to join this opportunity to enhance our skills in making research

proposals.

We are highly indebted to Philippine Cultural College - Caloocan Campus for its guidance,

constant supervision, and support in completing this endeavor.

We would also like to express our gratitude to our beloved family who supported our online

research in the midst of pandemics.

The validators of our instruments are the three co-founders of MetroMart, LazMart, and

GrabMart, the teacher of the Mathematics Department, Mr. Allan Saoi, the Science Head Teacher,

Mr. Ralph Nelvin Cabos, the English Head Teacher, Ms. Bethalyn Yambot, and our research adviser,

Mr. Eddie Ching, for sharing their time, knowledge, and technical know-how.

Furthermore, we would like to express our deepest gratitude to those who participated in our

online survey, and we also want to thank our family and friends, who have willingly helped us out

with their ability. Last but not the least, we want to acknowledge the participants and the

interviewees to give their time to the researchers, who want to gather and collect some data about

them. We are grateful for your commitment.

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 Abstract

Online shopping is becoming increasingly popular for a variety of reasons. There are

certainly outside factors such as increasing gas prices, difficulty in getting to traditional stores, and

hassles often associated with shopping malls and other traditional stores that contribute to the

increased interest in online shopping. Online shopping sites contain a wide variety of goods both

high quality and mild quality keeping in mind the level of people. It has changed the way of buying

and selling since the 1990s and is expected to be the most common way of shopping in the future

(Doherty et al., 1999). This mode of business is popular as e-commerce or online shopping.

Our main objectives in this research are to determine what method of shopping do consumers

prefer, to determine how they experience buying online and in-store shopping during the pandemic,

to determine how they frequently buy online shopping, to determine what are the factors in buying

online and buying in-store and to examine the customer’s intention while buying grocery items.

This study compiles the results from survey questions. At the end of this study, we will be

performing the aspects of retailing different kinds of online grocery shopping. For the analysis of the

results, we will be providing survey questions to every consumer for us to verify their response.

Upon analyzing the results, the researchers will be undergoing quasi-experimental research to

determine the customer’s intention of buying online.

In conclusion, since online shopping is trending today, consumers are very convenient to use

online shopping apps and they can reduce stress. Online shopping is very affordable and can have a

lot of things to buy. But based on our observation and results, most people would rather go in-store

shopping rather than online shopping.

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 TABLE OF CONTENTS

CHAPTER I: INTRODUCTION 6
1.1 Background of Study 6
1.2 Research Objectives: 9
1.3 Significance of the Study: 9
1.4 Theoretical Framework: 10
1.4.1 Product Quality 10
1.4.2 System Quality 10
1.4.3 Convenience 11
1.4.4 Delivery Time 11
1.4.5 Availability of Products 11
1.4.6 Information Availability 12
1.4.7 Pricing 12
1.5 Conceptual Framework 13
1.6 Research Questions 14
1.7 Hypothesis 14
1.8 Assumption of Study 15
1.9 Scope and Limitations 15
1.10 Definition of Terms 15
CHAPTER 2: REVIEW OF RELATED LITERATURE 17
CHAPTER 3: METHODOLOGY 21
3.1 Research Approach and Design 21
3.3 Sampling Technique 21
3.4 Research Instrument 21
3.5 Validation of Research 22
3.6 Data Gathering Process 22
RESULTS 24
ANALYSIS 25
DISCUSSION 25
CONCLUSION 26
CHAPTER 4: RESULTS AND ANALYSIS 27
4.1 Quantitative Analysis 27
Environmental Characteristics in Relation to Food Shopping Habits 28
Consumers' Shopping Online Behavior 29

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 Frequency of Purchasing Food Shopping Habits 32
Online Grocery Shopping and Traditional Shopping Experience 33
Figure 7. Traditional Shopping Experience 34
Factors Related to Food Shopping Habits 35
CHAPTER 5: SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS 36
5.1 Summary of Findings 36
5.2 Conclusion 42
5.3 Recommendation 43
BIBLIOGRAPHY 45
Section 1: Basic Data Profile 50
Section 2: Consumer Online Shopping Behavior 50
Section 3: Frequency of Purchasing Food Shopping Habits 51
Section 4: Environmental Characteristics in Relation to Food Shopping Habits 52
Section 5: Online Grocery Shopping and Traditional Shopping Experience 53
Section 6: Factors Related to Food Shopping Habits 54

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 CHAPTER I: INTRODUCTION

1.1 Background of the Study

Online shopping is becoming increasingly popular for a variety of reasons. There are

certainly outside factors such as increasing gas prices, difficulty in getting to traditional stores, and

hassles often associated with shopping malls and other traditional stores that contribute to the

increased interest in online shopping.

Consumers' grocery purchasing is an important activity in determining the healthfulness of

their food intake and that of their households. Recent till receipt studies have made valuable

contributions to understanding the nutritional quality of the food that consumers buy.

It has changed the way of buying and selling since the 1990s and is expected to be the most

common way of shopping in the future (Doherty et al., 1999). This mode of business is popular as

e-commerce or online shopping. The first secure retail transaction over the web was either by net

market or internet shopping network in 1994. Immediately after Amazon.Com launched its online

shopping site in 1995 and eBay was also introduced in 1995 in the USA. In developed countries,

online shopping is almost two decades old, yet it is in an emerging stage in developing countries

owing to several barriers.

Millennial shoppers are leading the shift in online grocery shopping due to their high levels

of digital engagement and desire for convenience. With an on-the-go lifestyle and mindset, many of

these consumers look for ways to save time and streamline their to-do lists. Recognizing this

lifestyle change and adapting to consumer needs, certain grocery stores have implemented home

delivery or “click-and-collect” services.

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 In fact, grocery shopping is such a common pastime that it is listed as one of the five basic

activities of daily living. When asked, a whopping 75.5% of shoppers state they don’t shop online

because they like to see and choose products in person before buying them. Online grocery shopping

removes the ability to squeeze and smell vegetables. True, this will not be the same as feeling and

smelling the fresh produce, but it will help that 75.5% that need a more personal touch to their online

experience. Zehavi, G. (2019, July 16)

Online grocery retail is a very different market from traditional grocery and sellers are often

at a loss for where to start. While marketplaces do solve the initial headaches that come with setting

up an online business, they do not solve the more important problems that grocery retailers face in

eCommerce. Yet when asked, over 80% of consumers in the US say they don’t buy groceries online.

In the UK, only 29% of consumers bought groceries online in 2019. Bloomreach.com. (n.d.).

In this era of globalization, the Internet has been increasingly used to facilitate online

business transactions, not only between different businesses entities but also between business

entities and consumers. One of the Internet business applications that has received much attention in

the last few years is Online Grocery Shopping (OGS) (Belsie, 1998). Online Grocery Shopping

refers to the use of retailers’ websites by consumers to purchase grocery products by simply clicking

the mouse button for the required items. Online shopping, facilitated by the Internet, has provided

consumers with enormous benefits, particularly in terms of time savings and convenience (Park et

al., 1998). Despite some concerns about security issues, the use of online shopping has been

increasing in the last few years(Park et al., 1998; Australian Retailers Association, 2000;

Morgan, 2000). This trend is particularly caused by the increasing number of people with computer

facilities such as personal computers, modems, and subscriptions to online services at home or in the

workplace (Park et al., 1998).

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 Owning items has become an expression of self-identity for a lot of consumers which has

helped to increase shopping as a lifestyle (Dittmar, Beattie &Friese, 1996). Consumers spend less

time planning before shopping but with the attitude of a lifestyle shopper and an increased income

by which consumers are encouraged to buy more, impulse buying increases (Williams et al, 1972).

According to Beatty & Ferrell, impulse buying is defined as the sudden and immediate purchase

with no pre-shopping intentions either to buy the specific product category or to fulfill a specific

buying task and with little or no deliberation or consideration of available alternatives. Impulse

buying has become a more regular occurrence in today’s society because of how shopping is more

blended with regular life (Dittamar et al. 1996). With online retail sales steadily increasing and

projected to continue doing so, companies are trying to capitalize on the convenience of online

shopping by incorporating strategies to encourage impulse purchases. With the continual evolution

of technology and increased experience in online marketing, websites have become very innovative

in encouraging impulse buying.

Online Grocery Shopping and Traditional Shopping

Online grocery shopping is a way of buying food and other household necessities

using a web-based shopping service. There are two basic methods that people can use to purchase

these items online. One is to order them from a local grocery store that participates in online

shopping. A customer can then arrange for a home delivery directly from the store, or he can pick up

his order at the store once an employee has assembled it. Another common practice is to order

groceries from a large company, such as Shoppee and Lazada, that will ship the items to one’s home.

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 Traditional shopping consumers simply need to go to a store where they can meet the

seller and interact with each other to do the transaction. In-store shopping they can browse the

products or services they need and want. Traditional shopping let consumers see the actual product

so they can touch and feel or try them on before purchasing them it is less risky and tangible. When

consumers shop traditionally they get the chance to pay by many payment ways such as cash, credit

cards, or paycheck.

1.2 Research Objectives:

The researchers aim to get the following objectives from the research paper:

● To determine what method of shopping do consumers prefer

● To determine how they experience buying online and in-store shopping during the pandemic

● To determine how they frequently buy online shopping

● To determine what are the factors in buying online and buying in-store

● To examine the customer’s intention while buying grocery items

1.3 Significance of the Study:

The importance of this study is to make use of the aspects in online grocery shopping and

traditional shopping. Our research paper seeks to understand the similarities and differences between

traditional shopping and online grocery shopping.

The researchers chose this topic to identify what kind of grocery shopping do consumers

prefer and what is their experience when it comes to online grocery shopping and traditional

shopping. The significance of this study on consumer preferences regarding online food products

and in-store food products examines how consumers change their food-buying behaviors. It also

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establishes the underlying consumers’ concerns with regard to food safety information, especially

for online food products. Compared to other products, consumers' preferences toward buying food

products is that information quality does not play major roles in influencing their buying behavior.

1.4 Theoretical Framework:

The following section gives an overview of what has been previously researched related to

the key topics of this study, namely product quality, system quality, convenience, availability of

products, information availability, and pricing.

1.4.1 Product Quality

According to Ahn, Ryu, and Han (2004), he stated that product quality is the actual

functionality of the product, consistency between the quality specification from an online shop, and

the real quality of the physical product. Customers are likely to visit an online shop with various

high-quality products. If the product quality meets their expectation, customers tend to regard the

online shop as useful and continue to visit it. It can be concluded that product quality is the

characteristics of a product that contribute to its ability to satisfy customer needs.

1.4.2 System Quality

When shopping online, consumers must rely on descriptions and photos provided by

the website in order to understand products, they will put more emphasis on system

properties such as website ease of use, ease of navigation, response time, and download time.

If shopping websites can give a clear layout, the category items systematically, and a variety

of options, will help consumers find deals with fewer searches and physical costs.

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 1.4.3 Convenience

Convenience refers to the ease of purchasing the products. Customers prefer to buy

seamlessly and without making extra efforts. Customers want to save time and cost. Online shopping

makes this possible by availing multiple products with one click. Searching for prices and evaluating

the competitors' products is relatively easy and straightforward on digital platforms. Customers have

a wider choice for selecting products and customers can make payments either in cash or digitally.

Customers can place orders at any point in time and can utilize their time optimally. Therefore, to

check the impact of perceived convenience on customer satisfaction, the following hypothesis can be

framed.

1.4.4 Delivery Time

Shoppers should expect that during the delivery time process delay might occur.

Drivers were not able to deliver the groceries as fast as possible if the road was jammed due

to an unexpected incident. Shoppers expect their orders to come right on time to give good

ratings to the online grocery delivery app and influence them to shop online more often.

1.4.5 Availability of Products

Product availability is the essence that makes a retail business successful and it

provides the structure for merchandise and attracts target customers by providing the

products to fulfill the consumer’s needs. Online shopping offers customers more benefits by

providing more variety of goods that they can choose from. There are some goods that

consumers can only find online.

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1.4.6 Information Availability

Shoppers expect online retailers to provide all relevant and accurate information

about the product. Since online shoppers rarely have the opportunity to touch and feel the

products before making a decision on a purchase, online retailers have to provide information

regarding that. Consumers appreciate information that will meet their demands. Providing

appropriate information can help online retailers to dispel concerns and fears of consumers

towards a particular product or online shopping. Interactive online tools for product and

service comparison are considered to be the essential means of obtaining information that

will facilitate the decision-making process about buying online, making consumers more

satisfied.

1.4.7 Pricing

Pricing directly affects the perception of the transaction’s delivered value and

usability, and, consequently, customer satisfaction. Pricing plays an important factor in

customer satisfaction due to the fact that consumers always direct their attention to pricing

when assessing the product and service value. From the consumer’s perspective, price is what

is given up or sacrificed to obtain a product. A number of studies have determined that

pricing is significantly related to customer satisfaction

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1.5 Conceptual Framework

This unit presents the conceptual framework elaborated in connection with product quality,

system quality, convenience, delivery time, availability of products, information availability, and

pricing.

This illustration shows that these factors are the consumers’ preferences towards online grocery

shopping and traditional shopping when buying their grocery items. These factors are carefully

managed by the retailers to get a competitive advantage in online shopping and traditional shopping

to increase the level of consumer satisfaction and enhance the profitability of the business. The most

central part of our research paper is to determine what method of shopping do consumers prefer,

determine how they experience buying online, determine how they frequently buy online shopping,

determine what are the factors in buying online and buying in-store, and examine the customer’s

intention while buying grocery items. Online grocery shopping and traditional shopping are placed

in the middle of the figure surrounded by the factors it is because those concepts are the main part of

choosing online grocery shopping and traditional shopping. Product quality, system quality,

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convenience, delivery time, availability of products, information availability, and pricing are placed

closed to online grocery shopping and traditional shopping. Thus, we can visualize the factors of

choosing online grocery shopping and traditional shopping. But we cannot say that online grocery

shopping trips to traditional stores end just because a consumer chose to buy groceries online

occasionally.

1.6 Research Questions

1. What are the factors that consumers would choose between buying in online grocery

shopping rather than in grocery stores?

2. How likely are consumers to experience difficulty when it comes to online grocery shopping?

3. What are the factors that consumers would choose between buying in grocery stores rather

than online grocery shopping?

4. What is the satisfaction level of consumers in dealing with online grocery shopping and

traditional shopping?

1.7 Hypothesis

Null hypothesis (Ho): Consumers who buy online grocery shopping will not be significantly

different from the shopping habits of consumers who buy in the store.

Alternative hypothesis (Ha): Consumers who buy online grocery shopping will be

significantly different from the shopping habits of consumers who buy in the store.

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1.8 Assumption of the Study

Within this research, the validity is ensured through previous research findings, which

indicate that the statement approach within the Theory of Planned Behavior is suitable to measure

the preferences of the consumer toward online grocery shopping and traditional shopping(Grandón

et al., 2011 & Hansen et al., 2004). Further validity and reliability insurance within this research is

the added response requirement on all questions within the survey questionnaire.

1.9 Scope and Limitations

This study focuses on the features of online grocery shopping and traditional shopping. This

data collection will be conducted on random people who experience buying online shopping and

traditional shopping. This study will examine how people rate their experiences with buying online

and in-store shopping. The study would be done through the implementation of questionnaires

among random people as a survey for reference. With the use of this strategy, researchers would

determine how people feel or experience this kind of online grocery shopping and traditional

shopping during this pandemic.

1.10 Definition of Terms

● e-commerce - the buying and selling of goods or services via the internet, and the transfer of

money and data to complete the sales

● online retailing domains - the concept of selling retail goods using electronic media, in

particular, the internet

● whopping - above average in size or number or quantity or magnitude or extent

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● distribution channel - a chain of businesses or intermediaries through which a good or

service passes until it reaches the final buyer or the end consumer

● online business transactions - any kind of business or commercial transaction that includes

sharing information across the internet

● business entities - any kind of business or commercial transaction that includes sharing

information across the internet

● impulse buying - the tendency of a customer to buy goods and services without planning in

advance

● online retail sales - the sale of goods and services through the Internet

● impulse purchase - is an important phenomenon for researchers in consumer behavior and

retailing

● online marketing - the practice of leveraging web-based channels to spread a message about a

company's brand, products, or services to its potential customers

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 CHAPTER 2: REVIEW OF RELATED LITERATURE

In recent days the technology is becoming advance and the technology is providing good

opportunities to the sellers to reach the customers in an easier way. In modern days the usage of the

internet has increased. In the last 5 years, online shopping has increased 53% growth in the retail

market. Online shopping is defined as buying goods and services online. Buying the goods through

3-commerce websites, through mailing, through telephone are comes under online shopping. Offline

shopping is the traditional way of shopping where the customer will buy the products offline.

Customers prefer online shopping because the customers can examine the products directly. Many of

the customers will use both modes of shopping based on the situation. They will choose the

shopping based on the needs and wants of the customers.

Shopping is one of the activities that some people consider part of their life, while others do

not even think of it. This comparison makes us discover people's problems with shopping. People

have shopping problems such as limited time, ex-pats in foreign countries without cars,

transportation issues, people consider physical shopping as a waste of time, health issues,

long-distance to market. As the problems mentioned above, we have explored our idea, which is

related to personal shopping. This personal grocery shopping is an innovative app that allows the

customers to get all their needs and suggest items based on their previous history. Then deliver items

to their doorstep and can facilitate online shopping procedures where customers can browse

unlimited products all at one time. Finally, some people do not have transportation methods for

shopping, and they should keep pace with the evolution.

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 Koen Pauwels et. al. (2011) found that the offline revenue impact of the informational

website critically depends on the product category and customer segment. The lower online search

costs were especially beneficial for sensory products and for customers distant from the store. In

contrast, customers in a particular segment reduce their shopping trips, suggesting their online

actions partially substitute for experiential shopping in the physical store. Tony Ahn, Seewon Ryu,

Ingoo Han explored the online and offline features of Internet shopping malls and their relationships

with the acceptable behaviors of the customers. A web survey with 932 users was conducted in 6

shopping malls in Korea. The study validates the technology acceptance model in predicting the

acceptance of Internet shopping malls. Aron M. Levin, Irwin P. Levin, and Joshua A. Weller

(2005) study found that the preferences for shopping online or offline were shown to vary across

products, consumers, and stages of the shopping process. When attributes such as large selection and

shopping quickly were predominant, online shopping was preferred. When attributes such as

personal service and the ability to see-touch-handle the product were predominant, offline shopping

was preferred.

Online shopping is emerging very fast in recent years. While making any purchase decision

consumers should know the medium to purchase whether online shopping or offline shopping. Now

a day the internet holds the attention of the retail market. Millions and millions of people shop

online. On the other hand, the purchasing of products from the traditional market is continuing for

years. Many customers go for purchasing offline so as to examine the product and hold possession of

the product just after the payment for the product. In this contemporary world, customer loyalty

depends upon the consistent ability to deliver quality, value, and satisfaction. Some go for offline

shopping, some for online and many go for both kinds of shopping. The focus of consumer’s choice

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to shop on the internet and at traditional stores during the information-gaining period. However

online shopping is easier for people and less price than offline shopping. Internet shopping is the

third best and most popular activity over the internet after online shopping next comes e-mail using,

instant messaging, and web browsing.

Traditional retail has experienced a seismic shift over the last few years as more and more

shoppers go online, forcing retailers to boost and optimize their digital presence. There's no space

more poised for a shakeup than grocery stores. According to the US Department of Commerce,

e-commerce accounted for 11.7 percent of total retail sales in 2016. That’s a 15.6 percent increase

over 2015. Though more and more transactions happen online, grocery has traditionally fallen

behind, especially in the U.S. While most groceries are still purchased in-store, the number of

consumers shopping for food online is rising sharply. Now, that’s not to say that traditional grocery

stores will be a thing of the past. Instead, consumers’ expectations will evolve, requiring grocery

retailers to rethink the way they operate. Obviously, e-commerce continues to grow, but physical

stores provide the opportunity to experience products firsthand, something consumers simply can’t

get when they’re shopping online. A shopper can feel the fabric of a dress or try on a new lipstick

shade before committing to a purchase, or, in the case of Whole Foods, she can hand-select her own

produce. However, stores can no longer survive by simply being a place to conduct a transaction.

Today, consumers go to a store expecting to be entertained and inspired.

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 Jen Pritchard, & Matt Jeffers. As expected, the pandemic-fueled increase in online

shopping shows little sign of being reversed. However, store shopping appears to be set for a strong

return too. Recognizing the value of a mixed channel approach, more than 50% of consumers say

they’re planning to use both stores and online shopping in the future. Some consumer behaviors and

priorities have been fundamentally changed in the past year. For example, many shoppers have a

renewed affinity for their local communities and a preference for local products. Consumers have

rediscovered the benefits of engaging with experts at specialist local retailers. They also have an

even greater focus on sustainability and responsibility. And yet, many of the traditional consumer

priorities are as important as they ever were. Convenience, for example, is still king for virtually all

grocery shoppers. And price remains paramount. Nearly three-quarters (74%) of consumers say they

want grocers to help them save money on their shopping.

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 CHAPTER 3: METHODOLOGY

3.1 Research Approach and Design

This study uses a descriptive-survey research design approach as the researchers use

surveys to collect data from the participants. The data aims to know the consumer's perception of

dealing with online grocery shopping and traditional shopping. The researchers will conduct a

survey questionnaire to random shoppers and is going to determine the consumer’s perception in

dealing with online grocery shopping and traditional shopping during this time of the pandemic.

3.2 Respondents

Our target respondents are teenagers up to adults aged 20-45 with the majority of 30-35 ages.

The researchers will be selecting 100 respondents who are currently buying online shopping. In

contrast, the researchers will be picking 50 females and males who are experiencing online shopping

and the researchers will be contacting the respondents to borrow their time in answering our survey

questions.

3.3 Sampling Technique

We will be using the stratified sampling method in which we will be trying to survey consumers

who shop online in the Philippines.

3.4 Research Instrument

A study survey is chosen as a data collection instrument, for this can be the most suitable for

a quantitative approach to study. It serves to accumulate quantitative information for a more

numerical and well-detailed result.

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 The researcher self-contracts the 39 item survey questionnaire that can be answered within

20 minutes and is going to determine the customer's intentions while buying groceries online.

Included in the survey is the title of the research and its main purpose. Next are the

instructions that guided the respondents on how to properly answer the survey followed by the first

part of the survey which is to know the demographics of the respondents namely name, age, and

gender.

The researchers will be preparing a four-point scale rating with items answerable by “ “at

least once a year”, “at least once a month”, “at least once a week”, and “at least once a day” as well

as “very satisfied”, “satisfied”, “dissatisfies” and “very dissatisfied”. This was adopted by the Likert

scale which has a five-to-seven-point scale that is used to allow the individual to express how much

they are satisfied or very satisfied with a particular statement. (McLeod, 2019)

3.5 Validation of Research

The researchers will ask the chosen teachers to validate our research paper entitled “A

Comparative Study Between Consumer’s Perception Towards Online Grocery Shopping and

Traditional Shopping ”. We would like them to validate our research to correct some of our errors

because those chosen teachers have professions in teaching similar subjects.

3.6 Data Gathering Process

As the study wants to examine the customer’s intentions while buying grocery items on

online shopping and in-store shopping. A 4-point Likert scale is used to obtain the opinions of the

respondents about online grocery shopping and traditional shopping. To conduct the survey, the

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researchers will be sending survey questions to the consumer's messenger and borrowing their time

to answer the survey. At this point, researchers wanted the three teachers to validate our work.

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 RESULTS

This study compiles the results from survey questions. At the end of this study, we will be

performing the aspects of retailing different kinds of online grocery shopping. For the analysis of the

results, we will be providing survey questions to every consumer for us to verify their response.

Upon analyzing the results, the researchers will be undergoing quasi-experimental research to

determine the customer’s intention of buying online.

The researchers will be presenting mainly six sections of survey questions: respondents'

demographic features (questionnaire (Q)1-3), “consumer shopping online behavior” (Q4-6),

“frequency of purchasing food shopping habits”(Q7-11), “Environmental Characteristics in Relation

to Food Shopping Habits”(Q12-17), “Online Grocery Shopping and Traditional Shopping

Experience” (Q18-30), and “concerned issues related to food shopping habits” (Q31-40).

At the start of the questionnaire, all participants were asked about socio-demographic

features in general (Q1-3). The questionnaire will be covering the name, gender, and age. A total

number of respondents will be from the age range 20-45 years with the majority of participants were

between the age ranges of 30-35 years.

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 ANALYSIS

Before the pandemic, traditional shopping was popular in making purchase. Now due to

pandemics, online shopping is becoming popular, but not everybody is comfortable with doing so.

Online shopping typically involves the use of the internet and delivery service, while traditional

shopping is going to stores to purchase groceries. For customers shopping online brings concerns

about the time of delivery as well as the potential additional delivery cost. Some products are

available at higher prices in traditional shopping while the delivery cost in online shopping increases

the overall cost of a product which can be bought cheaper locally from stores. Payment security

risks, stealing personal and payment information are some of the common and biggest threats when

shopping online. People who don't have enough knowledge about computers are some of the biggest

problems in online shopping. After receiving a product/item with defects and poor delivery services

there is no guarantee of a warranty, it is difficult to return and replace products/items bought.

DISCUSSION

This study aims to differentiate the experiences, behavior, frequency, factors, and intentions in

buying online grocery shopping and traditional shopping. This study also aims to get the following

objective to determine what method of shopping do consumers prefer, determine how they

experience buying online, determine how they frequently buy online shopping, determine what are

the factors in buying online and buying in-store, and examine the customer’s intention while buying

grocery items. By reviewing literature about e-commerce and traditional, we would like our three

chosen teachers to validate/check our work knowing that they have different professions according

to the subject they are teaching.

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 CONCLUSION

The conclusion of this study is to determine the consumer’s preferences in buying online and

in-store. This can affect the consumer’s preferences to shop for groceries online and offline. This

study will also show that these factors are most likely not crucial for the choice of channel for

grocery shopping. Therefore, further research is suggested to determine what are the perceptions of

consumers in choosing traditional shopping and online grocery shopping.

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 CHAPTER 4: RESULTS AND ANALYSIS

4.1 Quantitative Analysis

The following results were accumulated from the online survey.

Figure 1. Age of the respondents

● Based on the figure above, the average age of respondents is 30 then the age range is from 20

to 45 ages.

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Environmental Characteristics in Relation to Food Shopping Habits

Age Ranges 20-25 26-30 31-35 36-40 41-45

Total (n) 157 89 61 31 54

Do you purchase any (n) (n) (n) (n) (n)

of the following
when you are doing
food/grocery
shopping?

Buy fair trade (e.g. 23 17 11 5 8 64%

ensures a fair deal
for producers in
developing
countries)

Buy organic food 29 11 9 6 8 63%

Buy local products 33 19 11 8 12 83%

Avoid buying food 12 8 9 4 8 41%

that is not in season

Buy free-range food 31 19 12 4 8 74%

(e.g. meat, eggs, etc.)

Use‐re‐useable 29 15 9 4 10 67%
carrier bags when
food shopping

● There were few significant differences between the “age ranges” at this question.

Those in the younger age ranges “20-25” and “26-30” were more likely to have

concerns about environmental issues in relation to food shopping habits compared to

the adult ones “31-35”, “36-40” and “41-45”.

28
Consumers' Shopping Online Behavior

Figure 2. For whom do you usually shop?

● Based on the respondents' results they usually shop for themselves and family members

(50%), while (25%) is they usually shop for themselves and with their partner/spouse.

29
 Figure 3. Do you find it difficult in buying online?

● Based on the figure above, 59% of the respondents answered “No” when dealing with buying

online shopping while 34% of the respondents answered “Yes” when dealing with buying

online shopping. So it means to say some respondents have some difficulty buying online.

Lastly, 7% of the respondents answered “Maybe” when dealing with online shopping.

30
 Figure 4. What method of shopping do you prefer?

● Based on the figure above, all participants were asked about what method of shopping they

prefer. There were presented with two options, in-store shopping, and online shopping. 53%

of the respondents answered in-store shopping and 47% of the respondents answered online

shopping.

31
Frequency of Purchasing Food Shopping Habits

Figure 5. Frequency of purchasing food shopping habits

Scale Frequency Percentage

At least once a year 65 13%

At least once a month 210 42%

At least once a week 162 32.4%

At least once a day 63 12.6%

TOTAL 500 100%

Table 1. Frequency of purchasing food shopping habits

In Figure 5 shown above, most respondents answered “at least once a month” (42%) when

purchasing their food shopping habits while (32.4%) is “at least once a week”, (13%) “at least once a

year” and (12.6%) “at least once a day” is the lowest frequency in purchasing food shopping habits.

32
Online Grocery Shopping and Traditional Shopping Experience

Figure 6. Online Grocery Shopping Experience

Scale Frequency Percentage

Very Dissatisfied 46 7%

Dissatisfied 125 19%

Satisfied 311 47.4%

Very Satisfied 219 33.4%

TOTAL 656 100%

Table 2. Online Grocery Shopping Experience

In Figure 6 shown above, most consumers are “satisfied” with the online grocery shopping

experience (47.4%) while (33.4%) of consumers are “very satisfied” with their online grocery

shopping experience. (19%) of consumers are “dissatisfied” with online grocery shopping and (7%)

of consumers are “very dissatisfied” with online grocery shopping.

33
 Figure 7. Traditional Shopping Experience

Scale Frequency Percentage

Very Dissatisfied 82 11.7%

Dissatisfied 152 21.7%

Satisfied 305 43.6%

Very Satisfied 161 23%

TOTAL 700 100%

Table 3. Traditional Shopping Experience

In Figure 7 shown above, most respondents are “satisfied” with a traditional shopping

experience which is (43.6%), while (23 %) of respondents are “very satisfied” with the traditional

shopping experience. (21.7%) of respondents are “dissatisfied” with traditional shopping and the

34
least satisfied that respondents are not satisfied with traditional shopping is “very dissatisfied” which

is (11.7%).

Factors Related to Food Shopping Habits

Table 2. Show the concerns that were selected, in descending order

Clearly, the most important concern of respondents is the “quality of a product” which is (88%),

“price” (80%), “use by date” (64%), “special offers” (48%), “healthiness of food” (35%), “brand

name and calorie content” (26%), “seasonality of food” (20%), “nutrient content” (18%), “fat

content” (13%) and lastly the lease concern is “others” (4%).

35
 CHAPTER 5: SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

5.1 Summary of Findings

The current study analyzed what are online grocery shopping apps do consumers prefer and

what are their behaviors and experience when they encounter online grocery shopping. Also, there’s

a part wherein consumers were asked about how frequently do they do their online grocery

shopping, what are their concerns in buying products in online grocery shopping, and lastly asking

about what their relationships are in dealing with the environmental characteristics of food shopping

habits. Below of this are the findings of this study:

1. What are the factors that consumers would choose between buying in online grocery

shopping rather than in grocery stores?

Factors choosing online grocery shopping:

1.1 Time Saving

1.2 Information Availability

1.3 Security

1.4 Product Quality

1.5 Product Pricing

1.6 Use by date

1.7 Special Offers

36
 1.8 Healthiness of Food

1.9 Brand name and Calorie Content

1.10 Seasonality of Food

● Among all the respondents, they choose time-saving as one of their factors in buying their

online grocery shopping. Time-saving gives them reduced stress in buying online compared

to in-store shopping.

● Among all the respondents, they choose information availability as one of the factors in

buying their online grocery shopping. Information availability provides information about the

product, and it lets consumers decide what products they want to purchase.

● Among all the respondents, they choose security as one of their factors in buying online

shopping. Security means that the ability of the website is to protect consumers’ data in order

to prevent scams in online purchasing.

● Among all the respondents, they choose product quality as one of the factors in buying their

online grocery shopping. As for the percentages, product quality comes first in buying their

online grocery shopping which is 88%.

● Among all the respondents, they choose product pricing as one of the factors in buying

their online grocery shopping. As for the percentages, product pricing comes second when

they buy their products online which is also 80%.

● Among all the respondents, they choose to use by date as one of their factors in buying

their online grocery shopping. As of the percentages, use by date comes to the third when

they buy their products online which is also 64%.

37
 ● Among all the respondents, they choose special offers as one of their factors in buying their

online grocery shopping. Special offers can also be called exclusive offers because they give

consumers discounts and promos when buying online. As of the percentage, 48% of

consumers answer special offers as they buy online shopping.

● Among all the respondents, they choose the healthiness of food as one of the factors in

buying their online grocery shopping. As of the percentages, 35% of consumers answer the

healthiness of food when buying online.

● Among all the respondents, they choose a brand name and calorie content as one of their

factors in buying their online grocery shopping. As of the percentages, 26% of consumers

answer brand name and calorie content when buying online.

● Among all the respondents, they choose seasonality of food as one of the factors in buying

their online grocery shopping. As of the percentages, 20% of consumers answer the

seasonality of food when buying online.

2. How likely are consumers to experience difficulty when it comes to online grocery shopping?

As of our results and analysis, 34% of consumers are likely to experience difficulty when it

comes to online grocery shopping while 59% of consumers are not experiencing difficulty when

it comes to online grocery shopping. 7% of consumers are not sure whether they are

experiencing difficulty or not in terms of online grocery shopping.

38
3. What are the factors that consumers would choose between buying in grocery stores rather

than online grocery shopping?

Factors choosing grocery stores:

3.1 Product Quality

3.2 Product Pricing

3.3 Use by date

3.4 Healthiness of Food

3.5 Brand name and Calorie Content

3.6 Seasonality of Food

3.7 Nutrient Content

3.8 Fat Content

● Among all the respondents, they also choose product quality as one of their factors in

buying grocery items. Product Quality is one of the most important things to customers

because if customers see the product is good then the customers will buy again, and they can

recommend the product to others. As of the percentages, 88% of customers prefer product

quality when buying their grocery items.

● Among all the respondents, they also choose product pricing as one of their factors in

buying grocery items. Product pricing is also important to customers because they should

know the value of their purchasing product and it will greatly influence the company's

39
 profits. As of the percentages, 80% of customers prefer product pricing when buying their

grocery items.

● Among all the respondents, they also choose use by date as one of their factors in buying

grocery items. Use by date or it may call expiration date is also one of the important things to

customers because they would know how long the expiration date is will lasts. As of the

percentage, 64% of customers prefer to use by date when buying their grocery items.

● Among all the respondents, they also choose the healthiness of food as one of their factors

in buying grocery items. Consumers buy the healthiness of food to ensure the food is safe. As

of the percentages, 35% of customers prefer the healthiness of food when buying their

grocery items.

● Among all the respondents, they also choose a brand name and calorie content as one of

their factors in buying grocery items. Consumers form an opinion that the brand name is

trustworthy, which gives them peace of mind when buying grocery items while the calorie

content fell way down on the list of factors deemed important for customers to look for

healthy foods. As of the percentages, 26% of customers prefer brand names and calorie

content when buying their grocery items.

● Among all the respondents, they also choose the seasonality of food as one of their factors in

buying grocery items. Customers prefer the seasonality of food when buying their grocery

items because seasonal food is fresher, tastier, and more nutritious than food consumed out of

season. As of the percentages, 20% of the customers prefer the seasonality of food when

buying their grocery items.

● Among all the respondents, they also choose nutrient content as one of their factors in

buying grocery items. Customers prefer nutrient content when buying their grocery items

40
 because nutrients provide us with energy, and they can also help our immune system to grow.

As of the percentages, 18% of customers prefer nutrient content when buying their grocery

items.

● Among all the respondents, they also choose fat content as one of their factors in buying

grocery items. Fat content not only contributes to texture, mouthfeel, and flavor but also

serves as a structural element. Some customers prefer fat content when buying their grocery

items which are also 13% of it.

4. What is the satisfaction level of consumers in dealing with online grocery shopping and

traditional shopping?

Based on the results and analysis, most consumers are satisfied with online grocery shopping

(44.4%) and traditional shopping (43.6%). (31.2%) and (23%) are the consumers who are “very

satisfied” with online grocery shopping and traditional shopping while (18.5%) and (21.7%) are the

consumers who are “dissatisfied” with online grocery shopping and traditional shopping. The least

satisfied consumers are not satisfied with online grocery shopping and traditional shopping is “very

dissatisfied” which is (5.8%) and (11.7%).

41
5.2 Conclusion

Based on the summary of findings indicated above, the researchers observed that

time-saving, information availability, and security are some of the factors that consumers choose in

buying online grocery shopping. Whereas, product quality is the highest factor that consumers

choose as one of their factors in buying online shopping and also in buying in grocery stores.

Product pricing is the second-highest factor that consumers choose as one of their factors in buying

online shopping and also in buying in the grocery store, as follows by use-by date, the healthiness of

food, brand name and calorie content, and seasonality of food is the lowest factor that consumers

prefer in buying online and in the grocery store. Special offer is also one of the factors that

consumers prefer in buying online. Nowadays, most consumers are using promos or discounts when

buying online. On the other hand, the nutrient content is the second-lowest factor that consumers

prefer while the fat content is the third-lowest factor that consumers are less likely to buy in grocery

stores and online shops.

Some of the respondents are facing difficulty in buying online shopping because sometimes

there are problems with a payment method, sometimes the prices are expensive, sometimes the

website is not working well, sometimes the information is unclear, and sometimes the delivery is

very long. One way of getting rid of the difficulties is that assess the product properly and give the

necessary information that consumers need to let them purchase properly. On the other hand, most of

the respondents prefer in-store shopping because they enjoy the experience of shopping in the

grocery store. Consumers are likely to shop in grocery stores because they like to view, touch and

interact with physical products, unlike online shopping. If you buy products online, you can’t even

42
touch and interact with the product that you want to buy, so some consumers prefer in-store

shopping rather than online shopping.

In conclusion, since online shopping is trending today, consumers are very convenient to use

online shopping apps and they can reduce stress. Online shopping is very affordable and can have a

lot of things to buy. But based on our observation and results, most people would rather go in-store

shopping rather than online shopping.

5.3 Recommendation

This research study implies teenagers and adults with the majority of 30 to 35 ages who are

currently experiencing online shopping only. Online grocery shopping and traditional shopping

always help consumers to save valuable time and it also gives consumers a variety of products to

buy. Additionally, they can choose their preferable products by comparing the products with other

products so that they would know what products they would buy. Here are some recommendations

for online grocery shopping and traditional shopping to improve their management:

● The convenience of online shopping is important because it is crucial to determine how

consumers make decisions in buying what to buy, what services they use, where to go, and

with whom to engage. Online shopping should focus on time-saving and quick service. The

website should be simple and have the proper information.

● Online shopping should also pay a lot of attention to the quality of products because once the

retailer or seller do a mistake then consumers will not buy it. Hence, product quality can

create unshakeable customer loyalty that generates increased leads. When customers find a

product they trust, they return, make repeat purchases, and recommend the product or service

to others.

43
● Online shopping and traditional shopping should also pay attention to the availability of

products because once the product is out of stock then consumers will go to another store to

buy and they will be disappointed. The important factor is that online shopping and

traditional shopping should always be ready for their products and they should know how

many stocks are available for consumers to buy and also they should inventory their

products.

● Time delivery is also important in online shopping because fast shipping can lead to higher

conversion rates. This means that an extra day of the delivery time can make or break a

purchase. Some consumers say that fast shipping can lead them to place an order online

easily.

● Traditional shopping should make spirited efforts to stock and sell quality products to their

numerous shoppers to satisfy them better and to enjoy continued patronage.

● The convenience of traditional shopping is important because if the product is out of stock

then subscriptions and automatic recurring purchases will provide consumers the peace of

mind that they guarantee to have access as long as the product is in stock.

● Traditional shopping should provide excessive sales seasonality, encourage consumers to try

the new products, and develop branding between the customers.

● Traditional shopping must know where they would locate their store so that consumers can

buy their products easier and the growth of the business will increase.

44
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 APPENDICES

TITLE: A Comparative Study Between Consumer’s Perception

Towards Online Grocery Shopping and Traditional Shopping

Section 1: Basic Data Profile

1. Name

2. Age range

3. Gender

Male

Female

Section 2: Consumer Online Shopping Behavior

1. For whom do you usually shop?

For myself only

For myself and my family members

For myself and a partner/spouse

2. Do you find it difficult in buying online?

Yes

No

3. What method of shopping do you prefer?

In-store shopping

Online shopping

50
Section 3: Frequency of Purchasing Food Shopping Habits

Thinking about online/store shopping, how often do you do the main shopping for your grocery/food

shopping?

● How much times do you shop in a month?

At least once a day

At least once a week

At least once a month

At least once a year

● How frequently do you buy products online?

At least once a day

At least once a week

At least once a month

At least once a year

● How much times do you shop in a year?

At least once a day

At least once a week

At least once a month

At least once a year

● How much time do you spend online shopping?

At least once a day

At least once a week

At least once a month

51
 At least once a year

● How constantly do you shop online?

At least once a day

At least once a week

At least once a month

At least once a year

Section 4: Environmental Characteristics in Relation to Food Shopping Habits

Do you choose any of the following when you are doing food/grocery shopping?

YES or NO

● Buy fair trade (e.g. ensures a fair deal for producers in developing countries)

● Buy organic food

● Buy local products

● Avoid buying food that is not in season

● Buy free-range food (e.g. meat, eggs, etc.)

● Use‐re‐useable carrier bags when food shopping

● None of the above

52
Section 5: Online Grocery Shopping and Traditional Shopping Experience

Online Grocery Shopping Experience

Are you satisfied or dissatisfied with buying online grocery shopping?

Indicate your level of satisfaction with the following statements “very satisfied”, “satisfied”,

“dissatisfied”, and “very dissatisfied”.

1. How satisfied did you feel with online grocery shopping?

2. How satisfied are you with the quality of products you bought online?

3. How satisfied are you with the availability of products you bought online?

4. How satisfied are you with the seller options that they offer to you?

5. How satisfied are you with the quality of products from the seller you bought?

6. How satisfied are you with this kind of shopping?

7. How satisfied are you with the timely delivery of goods you paid for?

Traditional Shopping Experience

Are you satisfied or dissatisfied with buying in-store shopping?

Indicate your level of satisfaction with the following statements “very satisfied”, “satisfied”,

“dissatisfied”, and “very dissatisfied”.

1. The traditional grocery store was easy to get to.

2. The traditional grocery store was well-organized.

3. The traditional grocery store has a fast checkout.

4. What I wanted was in stock.

5. I was able to get to the grocery store‘s location quickly.

6. It was easy to get the information I needed to make my purchase decision

7. The way grocery stores are laid out makes it easy to find the products I need.

53
Section 6: Factors Related to Food Shopping Habits

What are the factors for buying products in online shopping?

● Quality of a product

● Price

● Use by date

● Special Offers

● Healthiness of Food

● Fat Content

● Brand name and calorie content

● Nutrient Content

● Seasonality of Food

● Others

54